Social Marketing

Question 1

Definition of social marketing (Kotler and Zaltman, 1971)

Answer 1

Social marketing is the design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing research.

Question 2

Problems with definition of social marketing (1971)

Answer 2

Confusion of social marketing with societal marketing.
Confusion over whether it’s practice was limited to public and non-profit marketers.
Limits its objective to influencing the acceptability of social ideas.

Question 3

Definition of social marketing (Andreasen, 1994)

Answer 3

Social marketing is the adaptation of commercial marketing technologies to programs designed to influence the voluntary behaviour of target audiences to improve their personal welfare and that of the Society of which they are a part.

Question 4

Social marketing benchmarks

Answer 4

Customer orientation and insight.
Behaviour change.
Theory. 
Exchange analysis.
Competition.
Segmentation and targeting.
Methods mix.

Question 5

Methods of social control/influence

Answer 5

Education.
Law.
Marketing.

Question 6

Strategic process of social marketing

Answer 6

Scope
Develop
Implement
Evaluate
Follow up/adapt

Question 7

Brown (1986) Argues that social marketing is a natural outgrowth of several developments in and out of marketing including;

Answer 7

Increased needs of non-business organisations for marketing services.
Attacks on marketing’s negative impact on society.
The emergence of exchange theory.
The coalescence of social marketing oriented theory.
The decline of consensus orientated perceptions of social reality.

Question 8

Exchange theory

Answer 8

Assumes we are need directed beings with a natural inclination to try and improve our lot. In order to increase consumers readiness to change social marketers must provide them with something beneficial in exchange.

Question 9

Kotler (2000) suggests that five prerequisites are required for exchange to take place:

Answer 9

There are at least two parties.
Each party has something that might be of value to the other party.
Each party is capable of communication and delivery.
Each party is free to accept or reject the offer.
Each party believes it is appropriate or desirable to deal with the other party.